Importance of measuring relationship quality in the retail industry: an asian perspective

Abstract

This article was published in ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL MANAGEMENT [© 2012 ELK's International Journal of Marketing] and the definite version is available at : http://www.elkjournals.com/MasterAdmin/UploadFolder/4-IMPORTANCE-OF-MEASURING-RELATIONSHIP/4-IMPORTANCE-OF-MEASURING-RELATIONSHIP.pdf The article website is at: http://www.elkjournals.com/In this article the author has identified the necessity and importance of developing a new relationship quality measurement scale (RELQUAL) to assess the degree of relationship quality between the retailers and their suppliers from an Asian perspective. Relationship quality is presented as a higher order concept. Findings reveal that the quality of relationship in the retail industry needs to be measured because of its high theoretical as well as practical implications.Publishe